The role of the service quality and store image in building the image and intention to buy a private label

Privatne marke danas imaju sve značajniju ulogu jer trgovcima služe za uspostavljanje diferencijacije, zadržavanje kupaca ili povećanje prihoda. Stoga je cilj trgovca da njegova privatna marka bude pozitivno smještena u svijesti potrošača. Dosadašnja istraživanja pokazala su pozitivnu vezu u odnosu imidža prodavaonice i kvalitete usluge te imidža privatne marke i namjere kupnje. Cilj ovoga rada bio je utvrditi ulogu koju kvaliteta usluge i imidž prodavaonice imaju u izgradnji imidža i namjeri kupnje privatne marke na hrvatskom tržištu. Kako bi se ispunio navedeni cilj, provedeno je istraživanje pomoću anketnog upitnika na prigodnom uzorku od 117 ispitanika. Rezultati istraživanja pokazali su kako imidž prodavaonice i kvaliteta usluge imaju pozitivnu ulogu u izgradnji imidža i namjeri kupnje privatne marke. Ispitanici sukladno pozitivnim ocjenama prodavaonice i kvaliteti njene usluge pozitivno ocjenjuju imidž privatne marke te namjeravaju početi ili nastaviti kupovati privatnu marku. S obzirom na to, maloprodajni menadžeri bi trebali neprestano raditi na kvaliteti prodavaonice odnosno na održavanju njenog pozitivnog imidža te održavati kvalitetu usluge neprestano educirajući svoje zaposlenike.Private labels today play an increasingly important role as they enable retailers to establish differentiation, retain customers or increase revenue. Therefore, the goal of the retailer is to have his private label positively placed in the minds of consumers. Research to date has shown a positive relationship between the store image and the quality of service with the image of the private label and the intention to buy. The aim of this paper was to determine the role that the quality of service and the store image play in building the image and intention to buy a private label on the Croatian market. In order to fulfill this goal, a survey was conducted using a questionnaire on a convenience sample of 117 respondents. The research results showed that the store image and the quality of service have a positive role on the image and the intention to buy private label. Respondents, in accordance with the positive assessments of the store and the quality of its service, positively assess the image of private label and intend to start or continue buying private label. Accordingly, retail managers should constantly work on improving the store quality, that is on maintaining its positive image, and maintain the quality of service by constantly educating their employees